ASIA. The Pacific Asia Travel Association (PATA) has announced a partnership with China-based China Ready & Accredited to help PATA members more effectively target and service mainland Chinese visitors.
According to PATA, over 100 million mainland Chinese are now travelling outbound annually across the globe. “China is now the largest and fastest growing outbound travel market in the world, however for many tourism operators it has become ‘profitless volume’,” PATA Chief Executive Officer Mario Hardy noted. “Our members need to constantly adapt and evolved to stay competitive in today’s world.”
China Ready & Accredited Director Geoff Buckley said: “The obvious solution is to target the high value/high yield segment of this market, but with 1.3 billion people in China and an extraordinarily complex media landscape such segmentation is not an easy or cheap task.”
The China Ready & Accredited (CRA) Program, endorsed and supported by China’s government and industry, aims to deliver global “˜China Ready’ expert culture training and quality service accreditation. Importantly, CRA is said to have exclusive access to high-value Chinese consumers, travellers and businesses in China and can promote accredited businesses directly to high-spending Chinese nationals through its major China partners and supporters.
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China Ready & Accredited CEO Ting Ting Gong said: “Chinese consumers, particularly those seeking to purchase global products or those travelling overseas, are looking for assurance they are dealing with trusted quality suppliers. The China Ready Accreditation Program fulfils this role globally, helping Chinese to identify and buy from quality global “˜China Ready’ suppliers which understand and respect Chinese needs and culture.”
To effectively connect accredited business to these Chinese consumers, CRA has partnered and is supported by organisations in China such as UnionPay International.
Dedicated resources are being established in PATA to help facilitate this new initiative. “We will be working through our Chapter members, and aim to facilitate the introduction of the China Ready & Accredited Program across the whole network,” Hardy said. “Businesses that commit to the China Ready & Accredited® Program will then be marketed by CRA directly in China, linking them to “˜high value’ potential Chinese outbound travellers seeking destinations and suppliers that they can trust.”
For more information on China Ready & Accredited, visit chinareadyandaccredited.com.
